近年來，國內運動產業發展蓬勃，國內企業開始意識到投入運動行銷之重要性，其投入的目的無非是想藉由消費者所喜好之賽事與活動，將其熱情轉移至企業，以期能提昇形象，加強消費者購買意圖，進而獲得實質的利益。

多數對於企業投入運動行銷、運動贊助之研究，多半集中於動機與效益的分析。本研究將從消費者觀點出發，利用聯合分析法探討品牌知名度、贊助配適度、贊助形式如何影響消費者對於運動行銷之偏好。

本研究利用sawtooth軟體進行聯合分析法問項設計，結合涉入程度量表與人口統計變數，經由單機電腦填寫問卷，共計回收301份有效問卷，資料回收後以SPSS 17.0進行資料驗證與分析。

研究結果發現，品牌知名度、贊助配適度、贊助形式對於消費者的偏好皆有顯著的差異。高知名度廠商贊助高配適度之運動賽事最為消費者所青睞。若以人口統計之性別來分群，男性消費者相對於女性，對於贊助形式的偏好有顯著的差異。再以運動涉入程度分群，從事運動涉入程度高之消費者，其對於贊助形式的偏好有顯著的差異。

Sport business vividly grows recently which makes domestic enterprises conscious about the importance of sport marketing. Its goal undoubtedly is to transform consumers’ passion to the sponsor and hopefully it would promote sponsor’s image, reinforce consumers’ intention of purchase and most importantly, gain benefit. This article will start from the consumer’s viewpoint and discuss how brand awareness, sponsor- event fit and types of sponsorship have effects on the consumers’ preference about sport marketing. Through a choice-based conjoint analysis, the results show that there are significant influences in consumers’ preference by all three factors mentioned above. Consumers prefer high fitness, sport game, and events sponsored by high awareness enterprise. With regard to gender, male reveals higher preference toward sport game sponsorship than female. Regarding of the involvement level of sport, high sport involvement consumers show more preferences toward sport game sponsorship than the low sport involvement consumers.

目錄
摘要 i
英文摘要 ii
謝誌 iii
表目錄 vii
圖目錄 viiviv
第一章 序論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討與假設 5
第一節 品牌知名度相關文獻之探討 5
第二節 贊助相關文獻探討 7
第三節 善因行銷相關文獻之探討 12
第四節 配適度相關文獻探討 14
第五節 性別與贊助相關文獻之探討 17
第六節 涉入相關文獻之探討 18
第三章 研究方法 21
第一節 研究架構 21
第二節 建立屬性與水準值 22
第三節 問卷設計 24
第四節 問卷抽樣方法與樣本選擇 26
第五節 資料分析方式 26
第四章 資料分析與研究結果 31
第一節 樣本分析 31
第二節 效度與信度分析 33
第三節 整體聯合分析結果 36
第四節 以人口統計分析結果 47
第五節 以運動涉入程度分析結果 48
第六節 以運動賽事觀賞涉入程度分析結果 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 53
第三節 研究限制與建議 55
參考文獻 56
附錄 研究問卷 63

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